PESHUM : Jurnal Pendidikan, Sosial dan Humaniora Vol.3, No.1, Desember 2023 …………………………………………………………………………………………………………………………………….. 65 The Impact of a Modern Coffeeshops on Social Behavior and Cultural Dynamics: A Case Study of Unaizah' Coffeeshops Kurniawan Arif Maspul 1 , Fawaz Ali Almalki 2 1 University of the People, United States 2 Qassim University, Saudi Arabia E-mail: kurniawanarifmaspul@my.uopeople.edu 1 , f.almalki@qu.edu.sa 2 Article History: Received: 19 September 2023 Revised: 25 September 2023 Accepted: 26 September 2023 Abstract: This study examines the impact of modern coffeeshops on social behavior and cultural dynamics in Unaizah. The opening of the coffeeshops has introduced a new gathering style, influencing the adoption of a contemporary lifestyle, particularly among the youth population. However, this transformation also raises questions about its implications for Unaizah's cultural identity and traditional values. Applying social influence theory and the concept of cultural adaptation, this research explores the underlying motivations and processes driving this social change. While tensions may arise between tradition and modernity, the fusion of old and new elements in the coffeehouse’s design presents an opportunity for preserving Unaizah's heritage while embracing contemporary influences. The study recommends further research to gain a comprehensive understanding of this social transformation and its long-term effects. Practical implications are highlighted to assist policymakers, community leaders, and coffeeshops owners in navigating the challenges and harnessing the benefits of this cultural shift. Moreover, by fostering dialogue and understanding, Unaizah can achieve a harmonious coexistence that balances tradition and modernity, ensuring a sustainable cultural landscape. Keywords: Coffee Culture, Social Behavior, Cultural Dynamics, Social Influence, Cultural Adaptation, Sustainability INTRODUCTION The city of Unaizah, known for its rich cultural heritage and traditional values rooted in the environment of old dates farming, has recently witnessed a remarkable shift in social behavior following the opening of modern coffeeshops. These establishments, characterized by its contemporary gathering style and ambiance, has challenged the previously conservative social norms prevalent in the community. The emergence of this new social spaces has not only transformed the way people interact and socialize but has also raised questions about its impact on the local identity and traditional values deeply ingrained in Unaizah's cultural fabric (Maspul & Almalki, 2023). This article aims to delve into the reasons behind this social change, analyze